Abercrombie & Fitch wants to reconnect with young consumers, so it’s taking cues from Hollister. In the second quarter of 2017, the parent company’s same-store sales slumped by 7% after “a turbulent year” of internal scandal, and Millennials ditching the mall in droves. Meanwhile, Hollister’s same-store sales rose 5%. Some lessons they’re taking from the surfwear store? A&F is shaking up their “assortment” by introducing wider ranges of sizes and colors, and opening new, smaller, and (hopefully) more productive stores. (BoF)
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